GE Appliances hires Procter & Gamble's Antonio Boadas as comms head

Boadas is reporting to GE Appliances president and CEO Kevin Nolan. He is succeeding 16-year company veteran Deborah Wexler, who is set to step down at the end of this month. Boadas is based in Louisville, Kentucky.

He is tasked with building and protecting GE Appliances’ reputation and its brands, the company said in a statement. Boadas started in the role on July 30.

Most recently, Boadas was director of global communications at Procter & Gamble with responsibility for operations and development of the company’s comms organization. P&G has not named a successor for Boadas, said Damon Jones, Procter & Gamble's director of global communications.

He worked at Procter & Gamble for 16 years in communications leadership roles, including leading external relations for Latin America and communications for India, the Middle East, and Africa.

A native of Venezuela, Boadas started his career as a newspaper reporter and magazine editor before joining Philip Morris as public affairs manager, according to a statement from GE Appliances.

GE Appliances, a Haier company, includes brands such as Monogram, Café, GE Profile, GE, Haier, and Hotpoint. Its products include refrigerators, freezers, cooking products, dishwashers, washers, dryers, air conditioners, and water filtration systems. Haier acquired GE Appliances for $5.6 billion in June 2016.

A representative from GE Appliances could not be immediately reached for additional comment.